Title: The drivers of user responses to social media campaigns: a field study

Authors: Rand Al-Dmour; Zaid Obeidat

Addresses: Department of Management Information System, The University of Jordan, Jordan ' Department of Marketing, The University of Jordan, Jordan

Abstract: This research examines the influence of the social media campaign characteristics on the Jordanian student's responses. A quantitative approach was used to develop an integrated model of the factors enhancing participants responses to these campaigns from a purposive sample of Jordanian students (N = 400). In this study, the main characteristics of SM campaigns were found to have a statistically significant effect on customers' responses, in addition to a strong effect for demographic characteristics.

Keywords: social media; internet; Jordan; campaigns.

DOI: 10.1504/IJEB.2020.10028056

International Journal of Electronic Business, 2020 Vol.15 No.2, pp.93 - 108

Received: 12 Feb 2018
Accepted: 18 Dec 2018

Published online: 09 Apr 2020 *

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